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Samsung X Star Wars

“Samsung AR experience puts starships in the sky.” — ADWEEK
Year
2019
Client
Samsung & Disney
Role
Associate Creative Director of Experience Design

The Challenge

Use the power of the Samsung Galaxy to experience the massive scale of the Star Wars ships.

Customer Insight

Star Wars fandom was at an all time high for the release of Rise of Skywalker. Samsung members were seeking new ways to experience the Star Wars universe with the release of the film.

The Work

We opened a limited time portal to the Star Wars cinematic universe through the Samsung Members app. We collaborated with technology teams to test multiple approaches and bring the creative vision to life. We focused on making a simple user journey which allowed Samsung customers to quickly understand the AR experience and reveal iconic the Star Wars ships. A simple UI was created to make it easy to capture and share the content in social channels. The final experience was embedded within the Samsung Members app for a limited holiday release.
The work won a Cannes Bronze Lion for Mobile Technology.

“Samsung AR experience puts starships in the sky.”
— ADWEEK

Together we created three rapid prototypes with the development team to test how close we could get to the creative vision on a short 8-week timeline.

1. SNAPCHAT LENS PROTOTYPE
Partnered with Snapchat to create an AR lens as a part of the larger social media buy.

2. SAMSUNG.COM PROTOTYPE
A special page on Samsung.com has a Web-based AR Experience.

3. SAMSUNG MEMBERS APP
The AR Experience lives inside of the latest Samsung members app, using full native technology

Process
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Outcome

The experience activated the community to update the Samsung Members app for access. The campaign increased app store visits, average daily users, and +10,000 users shared pictures of the experiences in social channels.

27% ↑

Members app downloads

31% ↑

Avg. daily users on the app

74% ↑

Google Play Store visits

I supported our creative director Rodrigo Burdman to bringing the UX of his concept to life and created documentation for the development team.

Full Creative Team:  

Nick Pringle ECD

James Dick ECD

Rodrigo Burdman CD (Lead)

Ricardo Franco CD Copy

Ângelo Maia CD Art

Rodrigo Guaxupé ACD

Joshua Williams ACD UX

Rodrigo Ribeiro Art Director

Emily Stetzer Art Director

Otavio Barbon Copywriter

Namwan Leavell Copywriter

Kai Tier Technology Director

Thomas Chan Creative Technologist

Related Work

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